Clear on Calories | Kentucky Beverage Association

Clear on Calories

Calorie Information at Your Fingertips

America’s beverage companies are putting new labels on the front of every can, bottle and pack we produce – makingit easier to choose the drink that’s right for you.  This is all part of our Clear on Calories initiative, announced in February 2010 in support of First Lady Michelle Obama’s “Let’s Move!” anti-obesity campaign.

Consumers across America are seeing these labels arrive on the front of their favorite beverages, as Clear on Calories arrives in stores. This is yet another way that the beverage industry is helping consumers make informed choices as part of an active, healthy lifestyle.

Praise for Clear on Calories:

“In fact, just today, the nation’s largest beverage companies announced that they’ll be taking steps to provide clearly visible information about calories on the front of their products – as well as on vending machines and soda fountains. This is exactly the kind of vital information parents need to make good choices for their kids.”

-First Lady Michelle Obama, as noted in her speech announcing the launch of “Let’s Move!” (Feb. 9, 2010)

Background

The Clear on Calories initiative is the newest in a series of concrete, meaningful actions taken by the non-alcoholic beverage industry to be part of the solution in helping reduce childhood obesity, including:

  • Product innovation. Industry continues to meet the evolving tastes of the American consumer. From 1998 to 2008, beverage calories in the marketplace have declined by 21 percent driven largely by consumer interest in the growing range of zero-calorie, low-calorie, reduced-calorie and portion-controlled beverage choices offered by the beverage industry.
  • Cutting calories in schools. The beverage industry delivered on its commitment to change the beverage landscape in America’s schools by removing full-calorie soft drinks and providing more lower-calorie, nutritious, and smaller-portion beverage options. Through these efforts, ABA members have reduced beverage calories shipped to schools by 88 percent since 2004.
  • Marketing responsibly. ABA members have committed to global marketing standards that prevent marketing of beverages other than fruit juice, milk and water in programming targeted to children under the age of 12. In addition, many beverage companies participate in the Children’s Food and Beverage Advertising Initiative, which further limits marketing to children.

Credit: American Beverage Association
 

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